Apple sells hardware but provides great, easy to use software almost for free.
Microsoft uses its hardware "partners" so MS can get money for its software.
Without the Billions of dollars of losses MS had with its hardware (so it can sell its software), MS profit margin would be even higher.
You do know that more usability = more research = higher cost = higher product price?
Better support also costs more money.
Apple tops 2009 customer satisfaction
http://www.macnn.com/articles/09/02/19/apple.tops.satisfication/
Apple leads HP, Dell in consumer satisfaction survey
http://www.electronista.com/articles/09/06/25/apple.consumers.satisfied/
So now you're comparing the game console market to laptops and desktops. What's next? An argument to the effect that Apple laptop designs are "sexier" than the xbox or what?
Or what about bringing in the profit margins of the "luxury" clothes industry? Take a look at the difference between what it cost to manufacture those things and what it sells for.
The thing is, Apple is a computer manufacturer who (successfully) sells hardware by way of software (and hype). They make their money on hardware, just like Dell, Lenovo, Acer, and so on. Asus, on the other hand, sell their own brand (Asus ...), as well as manufacturing computers for other companies such as Dell and Apple.
Being in Europe, I disagree that Apple has better support than MS+partners. Go research and/or buy a Thinkpad, and you'd know that the support is leagues better than what Apple has ever provided. Apple in Europe is even worse than the american counterpart.
I really don't give much credence to "consumer satisfaction", to be honest. Not when we're talking "lifestyle" product manufacturer's as Apple has become. If you read some of the threads around here, people will go to any length to defend Apple, and even find it perfectly fine to have to play with voltages in order to keep the computer from having core shutdowns.
In it's extreme, people go "I'm above 100 percent satisfied, even if I had to return 3 products, and the last product received has XX faulty, but I can live with that. It's better than sex" and other nonsense to the same effect.
I hate to break this to you, but Apple uses the exact same processors, ram, hard disk and whatnot that everyone else uses. There is not much more R&D going on than other companies do. In fact, even the iPhone, often heralded as "revolutionary" is nothing more than Apple's version of what is already out there. Of course it cost some money to develop such a thing, but when you have billions and billions in the bank in cash and gross billions each quarter, a little research aren't going to set you back one bit.
Lastly, I can't help but laugh at the notion that prices on such things as laptops and phones are derived as a factor of cost. It really is a ridiculous notion. Prices are set as high as the market can bear. Then you deduct the profit margins, and whatever is left is what you will build it for. That is how Apple operates, and the sole reason they ditched firewire, and when they reintroduced firewire, decided to spend 2 dollar (in that order) less than what the Texas Instrument's FW chipset cost (they went the Agere/Lucent chipset).
In any case, apologism really sits wrong with me. It's like wetting your pants in a blizzard.